Love them or dread them, sales calls are an important part of any business.

And like most things in life, preparation will help you nail it every time.

In this guide, we’re sharing our seven best tips for perfecting the art of the sales call so you can embrace its essential role in relationship building and lead generation.

1. Tidy up your workspace

First, let’s get in the right headspace by keeping our workspace clean and clutter-free.

Of course, this isn’t just about cleanliness—it’s about improving our performance and success by simply staying organized.

When you’re on a sales call, a clean desk can help you easily access:

• Scripts
• Client files
• Product information
• Related notes and tools

Most salespeople are working on a computer these days, but digital organization is just as important.

Use your customer relationship management (CRM) system to store detailed client data, such as previous interactions and custom notes, and keep the information organized, labeled, and up-to-date.

This will make you more efficient with each task and come through on your sales calls when you are prepared and informed.

2. Clearly define your sales call objective

Before you hop on a call, make sure you know:

• Who you’re calling
• What you’re calling them about
• What you hope to achieve

This might seem like a no-brainer, but sometimes, we don’t fully pay attention to the details and think we’ll just figure it out as we go.

Reviewing the client’s information and where you left off with them (if you’ve spoken before) will boost your confidence and keep the call on-topic.

Here are some example objectives for various types of calls, with scenarios from three different industries:

• Cold calling: A cold call generally focuses on introducing your company and its offerings. If you’re a senior living community, your cold call goal may be to arrange a virtual or in-person tour of the facility.
• Initial presentation: An initial presentation typically aims to get the customer to engage. If you’re a mortgage lender, you may aim to get the client to agree to fill out a loan application.
• Follow-up calls: The focus is to overcome objections and close the sale. If you’re a lawyer, the goal may be to get the client to sign an agreement.

Your CRM software can help you set and track your goals and record your outcomes.

3. Use a flexible script

Scripts can be beneficial, but they often get a bad rap in sales because they are misused.

Scripts are not meant to be used word for word—they are meant to be flexible frameworks that the salesperson can build upon and personalize.

A flexible sales script includes:

• The key points you want to convey
• Open-ended questions you can use to dig deeper into the client’s situation
• Common objections and thoughtful responses

You can store scripts in your CRM for easy access or organize your sales scripts in note-taking apps or cloud storage services like Google Drive or Dropbox.

4. Embrace technology

Sales technology can save you time while increasing your productivity.

The following software can improve your processes and help you manage customer interactions more easily.

CRM

We’ve mentioned CRM software throughout this guide because it’s the most important tool for sales.

A good CRM can automatically log calls and emails, track the progress of leads through the sales funnel, and even incorporate AI to provide insights, predictions, and suggestions.

Communication tools

Tools like Zoom or Google Meet help you speak with clients face-to-face in a virtual setting, which can help you more easily build trust with new or prospective clients.

Voice over Internet Protocol (VoIP) technology allows you to make phone calls over the Internet, which unlocks services like call recording or real-time transcriptions.

Whether you’re installing a new CRM or communication tool, make sure all sales team members are properly trained on the features and best practices during communication with clients. This will help you keep consistent, accurate data.

5. Master the art of active listening

Active listening is an important skill for sales professionals to develop.

It involves fully concentrating on what the client is saying and engaging with them so you can better understand their needs, priorities, and pain points.

Active listening techniques include:

• Summarizing back to them what they have said to confirm your understanding
• Asking open-ended questions that require more than “yes” or “no” answers
• Avoiding interruptions while the client is speaking
• Taking notes so you remember their concerns and details

Responding with empathy and understanding will also help the client open up to you about their needs and reveal their true hesitations or concerns about moving forward.

6. Personalize your approach

The better your data, the more personalized you can make your sales calls.

Personalization increases engagement and conversions and tailors your conversations to match the client’s specific needs, demographics, and behaviors.

Your CRM software is a great resource for tracking customer preferences and interactions, but if you’re still building this data, try the following:

• Social media profiles
• Company websites and blogs
• Industry news and publications

Of course, asking the client open-ended questions during your call also will provide you with real-time data you can use to personalize your conversation.

7. Practice positivity and mindfulness

A little positivity goes a long way.

When you’re speaking with customers on the phone, your attitude is extremely important—the tone of your opening line alone can be enough to make someone hang up the phone or readily engage.

Mindfulness strategies help you stay in the present and shut out distractions to show up as your best self.

These strategies include:

• Basic breathing exercises to reduce tension and anxiety
• Visualization of a positive call
• Positive affirmations

Mindfulness techniques can help you come across as more friendly and confident, as well as help you stay focused on what the client is saying so you can offer the best solutions.

Improve your sales strategy with Kaleidico

If you want more sales calls in 2025, you need more quality leads. That’s where we come in.

Schedule a discovery call today to learn more about Kaleidico’s lead generation solutions.